Ryanair and easyJet, the big two no-frills airlines, have become increasingly dominant in the UK low-cost flights market, with many smaller players either cutting back or squeezed out entirely. That has led to fears that reduced competition could eventually lead to much higher fares.

Bmibaby is increasingly focusing on the Midlands, with the new routes bringing the airline’s tally of destinations served to 31 from East Midlands and 14 from Birmingham. The new flights will start in April 2012.

A similar strategy of regional specialisation has seen healthy growth from Jet2, which concentraties on the North of England. Exeter-basedFlybe, on the other hand, has carved out a different niche by using its fleet of smaller planes to serve routes between regional airports with insufficient traffic to fill the larger jets used by the big two.